Case study - Stansted Explained

www.stanstedexplained.info is at the centre of a communications strategy designed to help the public stay informed on, and contribute to, the debate surrounding the proposed expansion of Stansted Airport. The strategy was originally conceived, and is currently implemented and managed, by Cameo Communications and Omicron Communications, independent communications specialists which have combined their skills and experience on a number of projects.

The need
Uttlesford District Council is currently evaluating a planning application from BAA to make increased use of the existing runway at Stansted. The Council is also likely receive an application to build a second runway. The Council is keen to ensure complete transparency of its evaluation processes, and to reassure the public that it is robustly engaging with the applicant. It also wants to reinforce the message that it is committed to preserving the character of the area, and to encourage all interested parties to engage in the debate and express their views.

The solution
In addition to working with all conventional media - print and broadcast - there was clearly a need to encourage interactivity and stimulate engagement from the public. A web-portal, offering a range of communications techniques was proposed as a way of appealing to a wide demographic. Visitor statistics, usage analysis and comment from the public shows that the concept has proved extremely effective.

The result
Visitor statistics shows that the website, launched at the end of May 2006, has been a very welcome initiative, with the webcasts, blogs and e-meetings proving particularly popular. It draws regular positive comment from the public, as well as the press, and has been welcomed by a variety of organisations, including the Local Government Association and a number of e-democracy groups.